Imperial Brands has launched Paramount, a new cigarette brand that seeks to offer exceptional value without compromising on quality.
Packs have an RSP of £12. However, to bolster the launch, Imperial is offering additional support to retailers to let them sell at £11.50 or less per pack should they wish to.
Paramount features premium, full-flavour Virginia sun-cured tobacco, meeting the needs of the majority of cigarette smokers: 90% of cigarettes sold in the UK are Virginia blends and 83% use full-flavour tobacco.
The brand is available in both king-size and super king-size formats.
Paramount’s introduction reflects a growing demand for value options in the UK, with the value sector expanding by 5% in the past year and now representing 30% of the UK cigarette market.
The UK launch follows Paramount’s successful debut in Germany, where it is currently the fastest-growing cigarette product. Paramount has also launched successfully in a number of other European markets.
